In commercial real estate, we live for the close. The
lease is signed, the escrow is funded, the commission check hits your account —
and we’re on to the next one, right? Not so fast. After more than four decades in this business, I’ve
learned that what you do after a deal closes can be just as important as what
you did to get it there. That’s why the final step in my deal SEQUENCE — a
framework I’ve developed over years of trial, error, and refinement — is
something I call “Expand.” Let me back up a step. SEQUENCE is an acronym I use to
describe the entire commercial real estate transaction continuum: Source, Evaluate, Qualify, Under Contract, Execute,
Negotiate & Close, and Expand. Each step builds on the previous one. But it’s that
last piece — Expand — where most brokers stop short. And that’s a big mistake. You see, Expand is where a good transaction turns into
a great reputation. It’s how you take a single successful deal and multiply its
value — through visibility, credibility, and connectivity. Let’s start with visibility. When a deal wraps, you
have a golden opportunity to share the success with your audience. No, I don’t
mean bragging with “Just closed another one!” That’s not expanding — that’s
broadcasting. True visibility comes from storytelling: Who was the client? What
was the challenge? How did you help solve it? And most importantly — what does
their success now look like? I like to position the client as the hero, and myself
as the guide. A short, sincere LinkedIn post or newsletter blurb that
highlights their win and the process behind it can go a long way. Bonus points
if you include a photo of the building, a testimonial quote, or a link to a
case study. These are powerful digital breadcrumbs that tell the market you’re
active, effective, and trusted. Next is credibility. When you consistently share
closed deals — not just listings or market updates — your audience sees
results. And results matter. I’ve had multiple referrals stem from nothing more
than a prospect reading about a client I helped in their industry. That kind of
third-party validation builds the kind of credibility no cold call ever could. Finally, let’s talk about connectivity. Every
transaction touches a dozen or more players: the client, the other broker,
lenders, attorneys, title reps, contractors, city officials, neighbors. Each
one of them is a potential source of future business — but only if you stay top
of mind. Expanding means staying connected, circling back with a thank-you
note, or looping them into the deal announcement. That one extra step often
opens doors you didn’t even know existed. Here’s a real-world example: A couple years back, I
helped a manufacturing client relocate into a bigger, better facility in the
Inland Empire. We publicized the deal in a few targeted places — LinkedIn, a
trade journal, and a quick blog post. Within a month, I’d received two
inquiries from other owners in the same industry asking if I could help them
too. One of those turned into a six-figure assignment. All from a little
“Expand.” So the next time you celebrate a closing, take a
breath — then take action. Publicize the win. Tell the story. Loop in your
network. Because in this business, your last deal isn’t the end of the road —
it’s the beginning of your next opportunity.
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